IMC 3-4 - Target Market The target market for Doritos is...

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Target Market: The target market for Doritos is headed toward teens Doritos has redone their website multiple times to try to get teens to always be thinking about Doritos and how much they enjoy they according to an article retrieved on ProQuest. Doing so would make the income group targeted lower to middle class because most teens do not have a lot of cash, even when they are working. According to the psychographics, consumers who are purchasing Doritos are more likely than not thinkers, experiencers, or strivers. They could be thinkers because thinkers tend to “look for durability, functionality, and value” (Clow & Baack, 93). This would apply to a teen purchasing Doritos because they are functional, a very easy snack to obtain and enjoy without very much effort, and are also acceptable to have at many occasions such as birthday parties, get togethers, or just a casual afternoon snack. They are also a value, the price of a bag of Doritos is relatively cheap and tend to last quite a few days. Under the experiencers VALS type, they are described as “young, enthusiastic, and impulsive consumers who seek variety and excitement and spend substantially on fashion, entertainment, and socializing” (93). Teenagers are considered young, and also impulsive when it comes to purchases. If they know they like Doritos, they are more than likely going to choose Doritos as snacks, which can also be enjoyed while socializing with friends. There are also a lot of different flavors offered which would increase the variety. As for the last VALS type, it would be strivers, “trendy, fun-loving

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